[Case 03]
Children’s Marketplace
Simplifying Shopping Experience for Parents
[Project Overview]
Designed a children’s clothing marketplace from scratch with a focus on clarity, navigation, and trust.
Created a more understandable and user-friendly shopping flow.
[Problem Statement]
The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization, leading to frustration and drop-offs.
[Industry]
Children’s Marketplace
[My Role]
UI Designer
[Platforms]
Desktop
[Timeline]
Jan 2022 – Dec 2022
[Persona]
Jhon Roberts
Marketing Manager
I just want the checkout to be quick and painless—no surprises or unnecessary steps!
Age: 29
Location: New York City
Tech Proficiency: Moderate
Gender: Male
[Goal]
Quickly complete purchases without interruptions.
Trust the platform to handle her payment securely.
Access a seamless mobile shopping experience.
[Frustrations]
Long or confusing checkout processes.
Error messages that don’t explain the issue.
Poor mobile optimization that slows her down.
[Process]
[01] User Research
Conducted user interviews with 15 participants to understand their frustrations and preferences.
Analyzed user behavior data to pinpoint where users dropped off in the process.
Benchmarked against competitors to identify best practices for checkout flows.
[02] Insights
Users were frustrated by unclear error messages and redundant form fields.
Mobile users struggled with small buttons and unresponsive layouts.
Trust the platform with her payment and personal information.
[03 Design Solution]
Simplified the checkout process into three steps: Cart Summary, Payment.
Added features like autofill suggestions and real-time error.
Added features like autofill suggestions and real-time error.
[04] Testing & Iteration
Conducted A/B testing with 500 users, comparing the original and redesigned flows.
Gathered feedback through usability testing and refined the design based on user input.
Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.
[Outcome]
25% increase in checkout completion rates.
30% reduction in cart abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.
[Key Learnings]
Clear Structure Matters
We learned that travel content needs strong hierarchy and grouping to avoid overwhelming users.
Clear Structure Matters
We learned that travel content needs strong hierarchy and grouping to avoid overwhelming users.
Clear Structure Matters
We learned that travel content needs strong hierarchy and grouping to avoid overwhelming users.